Intention-to-participate in online group buying and consumer decision-making styles. (2016)

• Record Type: Journal Article
• Authors: Sharma, Varinder M.; Klein, Andreas
• Is Part Of: International journal of electronic marketing and retailing. Volume 7:Number 3(2016)
• Page Start: 245
• Page End: 271
• Publication Date: 2016
• Subjects: decision making styles -- online group buying -- group buying websites -- intention to participate -- consumer decision making -- structural equation modelling -- SEM; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

Abstract

Consumer online group buying has become a daily deal group buying format. However, the received literature remained primarily focused on certain specific issues pertaining to the older format, whereas the decision-making characteristics of the participants were largely ignored. This study develops a relationship model between consumer decision-making styles and their intention-to-participate in the daily deal online group buying format. Using structural equation modelling, the study finds significant relationship between the 'perfectionistic, high-quality conscious', 'novelty-fashion conscious', 'price conscious and value for money conscious' consumer decision-making styles and their intention-to-participate in online group buying. Implications for theory and online group buying firms are discussed.